Enable PA API module on cookie-less inventory only

[zhuoli-fledge]

As suggested in WICG/turtledove#1345, there is a way to enable PAAPI only on cookie-less inventory. This is expected to help increase the publisher adoption of Protected Audience API.

According to the Prebid PA API Module documentation, publishers can choose whether to enable the PAAPI module by the ‘enabled’ setting which is set to ‘false’ by default.

The feature request here is to extend existing module configuration to support enabling the PA API module for cookie-less inventory only.

Possible potential solutions are:

• Option 1: Add “enableForCookieless” flag. When publishers set “enableForCookieless” to true, PA API is always enabled on cookieless inventory regardless of the “enabled” flag.

• Option 2: Add “scope” parameter to the configuration. With values like “global”, “cookieless only”, “cookieless pa api inventory only” so that the publishers can choose when to enable the module. The “enabled” flag shall work with the “scope” parameter and only enable PA API when

  • The “enabled” flag is true, and
  • The inventory matches with the “scope” parameter.

Note: We can also change the default value to make the module enabled by default on cookieless inventory where we have PA API interest groups available.

Details on how to detect cookieless inventory as well as how to detect presence of interest groups is discussed in WICG/turtledove#1345.

[patmmccann]

This is quite interesting. Your org dv3 is well documented as performing much worse on AdX on label 2 - 5, discouraging publishers from using PAAPI completely. Eg Raptive disabled PAAPI in part of q4 for this reason and DV3 resumed label 1 levels of spend on label 3-5 (but not label 2). However, are you envisioning the goal here is to encourage publishers not using AdX for TLS to turn it on? For publishers using AdX, they have all been opted in without their consultation.

[patmmccann]

@zhuoli-fledge do you have a better resource on instructions to detect cookieless? Do I need to insert an iframe in the third party context and see if the cookies it sets succeed?

[dgirardi]

Option 2: Add “scope” parameter to the configuration. With values like “global”, “cookieless only”, “cookieless pa api inventory only” so that the publishers can choose when to enable the module.

What's the distinction between "cookieless only" and "cookieless pa api inventory only"?

[rdgordon-index]

This is expected to help increase the publisher adoption of Protected Audience API.

Indeed, having to explicit label ad slots as PAAPI-eligible can significant limit adoption, and the documented latency overheads have further limited reach.

there is a way to enable PAAPI only on cookie-less inventory.

Assuming that there is a robust method to identify users without 3P cookies but with IGs (as per the linked GH issue), it seems advantageous to try and monetize this traffic via on-device PAAPI. And if there's a way to have this detection linked to the eligible of an ad slot for PAAPI, that's one thing to configure.

The aforementioned 'scope' concept (presumably via setConfig) would still allow configuration control if this auto-eligibility was not desired for any reason, but anything that makes it easier to have it work "out of the box" seems like a step in the right direction.